New research from global marketing group dentsu shows that Gen Z is emerging as the UK’s most financially savvy generation. According to the latest Consumer Navigator Report, almost half (45%) plan to open a regular savings account within the next three months—significantly outpacing Millennials (29%), Gen X (16%), and Boomers (14%). 

Beyond savings, Gen Z is making bold moves toward diverse financial investments. Around one third are considering buying stocks and shares (38%), investing in cryptocurrency (33%), or adding to an ISA contribution (32%) over the same period, showcasing a generation eager to build financial resilience and long-term stability. 

Optimism amid economic challenges 

While overall consumer confidence remains low - 80% of Brits believe the economy is in poor shape, and almost half (46%) report struggling to afford essentials such as food, utilities, and rent or mortgage payments - Gen Z stands out as more optimistic about their financial future. Over a third (36%) expect their personal finances to improve within the next month, a stark contrast to the outlook of Gen X (13%) and Boomers (7%). 

This optimism is reflected in their spending habits, with Gen Z twice as likely (24%) as the general population (12%) to have increased their spending over the past year. For financial services brands, this presents a clear opportunity to engage with a generation actively seeking financial empowerment. 

Gen Z redefines banking—combining digital and the high street 

Despite being digital natives, Gen Z values in-person interactions more than any other generation when it comes to accessing financial services. Nearly one in three (32%) plan to bank in-branch in 2025—well ahead of Millennials (26%), Gen X (26%), and Boomers (23%). 

This preference for the high street doesn’t come at the expense of digital engagement. Half of Gen Z respondents still plan to interact with financial brands through apps (52%) or websites (49%), signaling that omnichannel experiences are critical for meeting their expectations. 

What influences Gen Z’s financial choices 

Gen Z demonstrates a sophisticated approach when selecting financial services providers, with key decision drivers including: 

• Value for Money: A priority for 34%, reflecting a pragmatic approach to financial planning. 
• Loyalty Rewards: Critical for 27%, highlighting the importance of offering tangible benefits. 
• Customer Experience: 32% cite this as a key influence, the highest among all generations. 
• Sustainability: 25% say this plays a significant role, emphasising the importance of aligning with Gen Z’s values. 

Actionable insights for financial services brands 

Fiona Hart, Integrated Financial Services Client Lead, dentsu, commented: “Gen Z is rewriting the rulebook for financial engagement. As the first digital-native generation, they demand more from financial services brands—not only in terms of convenience and value but also in transparency, ethics, and relevance. Brands that succeed in earning Gen Z’s trust will be those that balance digital-first strategies with authentic opportunities for human connection.”